Details vs Big Picture
But, on the macro side – and we are talking about actors at trade body, regional or consorzio level – the question is different. To succeed in a promotional campaign for what for most consumers is a new product, a ‘hook’ is needed. The example hook discussed this evening was to compare it with Sangiovese. The two have little in common stylistically, but it at least opens the conversation to the consumer.
As with everything in the world of Italian wine, there is a duality here. Both arguments are true: I’d not want to use my parent’s name in order to get the lucrative job; but, on the other hand, if I were to, I would have the lucrative job. Perhaps, instead of comparing Gaglioppo to Sangiovese stylistically, we could highlight that they are parent and offspring.
Calabrian wine, right now, is on the up. It was a privilege to have been invited on this trip, and I will be certain to return.
📸 Carmen Lezza